Small-Business Quarry: Neither Fish nor Fowl: To Hunt Down Small-Business Customers, You Can't Treat Them like Big Businesses; nor Can You Engage Them like Ordinary Retail Customers. the Secret Is to Approach Them as a 'Different Breed of Consumer.' Here's Insight into How Banks Today Are Successfully Marketing to the Small-Business CommunityBernstel, Janet Bigham.
ABA Bank Marketing, Vol. 35, No. 7, September 2003